Magazine article Marketing

Editor's Comment: The World Cup Ad Dash Begins

Magazine article Marketing

Editor's Comment: The World Cup Ad Dash Begins

Article excerpt

If ever there was proof that England is a nation of eternal optimists, then surely it's the World Cup.

It's been more than four decades since Bobby Moore led England to its one and only victory in the greatest football tournament on earth, but still we steadfastly refuse to lower our expectations.

For an average of two-and-a-half weeks every four years, the nation quivers with anticipation, unified in the hope that maybe, just maybe, this will be our time to shine.

During this all-too-brief period, we allow ourselves to be whipped into an emotional frenzy by the scores of brands jumping on The World Cup bandwagon with unashamedly patriotic ads.

The likes of Adidas, Coca-Cola and Mars have paid millions of pounds to The Football Association to be officially linked with the England team Then there are brands such as Nike, PepsiCo and Nestle that shun legitimate ties in favour of ambush marketing activity.

As Simon Freedman, group head of marketing at The FA, explains on page 20, there are strict guidelines designed to protect sponsors. …

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